• http://www.brickmarketing.com/ Nick Stamoulis

    “Another common problem is in creating buyer personas which reflect the creator’s interest and not the buyer’s”

    I think we’re all guilty of putting too much of what we want our buyers to be like into the persona to the point we actually leave out who the buyer really is. You have to put yourself in the shoes of your audience and not try to fit them into your per-conceived notions of who they really are.

  • http://twitter.com/sharithurow sharithurow

    Hi all-

    The problem with buyer personas vs. user personas is that some people who create buyer personas truly do not want to understand what users do and why they do it. They would rather exploit user goals.

    It’s a fine line. In the short run? Exploiting users’ short-term needs can and is profitable. But users are not blind. I cannot even begin to list the number of brands that get short-term results and their users hate them, feeling exploited.

    That leaves plenty of room for brands and websites to do it right without the exploitation part.

    BTW, I have also seen, first-hand, when keyword research data completely contradicts user mental models. So I agree with having a combination qualitative and quantitative data. Numbers without context are just numbers.

    My 2 cents (yes, I retweeted this great article).

    Shari

  • sitesthatwork

    Interesting article – the concept of buyer personas has been around for a long time. My background is in Customer Experience and I think the biggest reason that it’s not a concept that is embraced in the majority of the companies is due to a lack of understanding of it’s potential power.

    Many businesses want to see the immediate ROI and have a hard time with a customer-centric approach because it has a longer payback cycle.

    I also think too many execs and ‘leaders’ feel they know the customer far better than they actually do, so they don’t see the need to build personas.

    That being said, I think it’s fascinating and companies that embrace the total customer experience and understand that it starts with how customers find them, including SEO, will be the most successful.

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